CBS All Access rebranding to 'Paramount+' in early 2021

  • CBS All Access rebranding to 'Paramount+' in early 2021

CBS All Access rebranding to 'Paramount+' in early 2021

The rebranding will occur early next year in an attempt to attract more subscribers, says parent company ViacomCBS, which owns Paramount Pictures and the CBS television network.

Paramount+, notably, is also the latest to embrace the plus sign (+) suffix as part of its branding, following the launch of newer streaming services like Disney+, Apple TV+, ESPN+, TiVo+, and just yesterday, the kids-focused media catalog, Amazon Kids+.

The rebrand is part of a broader effort to make the service a more direct competition for other streaming services, like Netflix, Hulu, Peacock, and HBO Max.

ViacomCBS will also launch Paramount+ in global markets, starting with Australia, Latin America and the Nordics in 2021. The expansion will bring the total amount of content up from approximately 20,000 episodes of shows to more than 30,000.

Josh Line, chief brand officer, ViacomCBS, said: "The Paramount brand is known and loved all around the world, and is synonymous with great entertainment". The rebranded service would also continue to promote the company's sports offerings, including its continual airing of NFL games as well as those from other leagues, like the NCAA and PGA.

Today, ViacomCBS notes that the new service Paramount+ will also feature an expanded array of originals.

CBS All Access is now offered as part of the first Apple TV+ bundle, which includes both the service and Showtime for an additional $9.99 per month. But with its newly announced slate of original titles, Paramount+ may have an offer we can't refuse. According to the company's own internal survey, the Paramount name commands name recognition not just in the USA, but across the globe.

The Offer: scripted limited event series, based on Oscar-winning producer Al Ruddy's extraordinary, never-revealed experiences of making "The Godfather".

ViacomCBS didn't announce any plans to change pricing when the new service goes live.

In August, ViacomCBS reported it had reached 16.2 million subscribers to its CBS All Access and Showtime OTT services, up 74% year-over-year.